Open view partners revised scrum case studyDocument Transcript
A Powerful Framework for Better Teams
Scrum methodology is helping software firms increase
productivity. Their developers are working together with
more energy, focus, clarity, and transparency.
Getting Into the Scrum
B efore 2007, Nate Bowler kept track of his comp-
any’s software projects and development team
by simply looking around or speaking up. His five One of OpenView Venture Partners’ many value-
employees sat nearby, in the same small office at added services is ongoing education and training in
AtTask, collectively building a web-based project implementing “Scrum,” an Agile methodology that
helps companies develop, maintain and support
software systems in the most productive, sustain-
Bowler, the company’s CTO, realized something
able way possible.
was lacking as the business started growing rapidly
Agile development requires companies to react to
—the process AtTask had in place to prioritize proj-
new information and new ideas at any point in the
ects, estimate hours, assign responsibilities, gain
development process. The gist: Software companies
feedback, fix bugs and hit deadlines. “I felt like the
that constantly build, send, gauge and tweak—all
only guy in a busy air traffic control tower,” he
the while following a systematic way to identify
says. “I lost track of what developers were working
problems and fix them— are best suited to deliver
on. We were making up mythical target dates. Ba- products customers actually want and need.
sically, we were operating on the edge of chaos.” “What seems chaotic in the software industry
Like many companies, AtTask was using the is actually quite normal — communication break-
“Waterfall” method of product development, a con- downs, missed release dates, quality defects and
ventional software-building technique that entails other problems are common,” says Igor Altman,
detailed documentation of projects before they’re Senior Associate at OpenView Venture Partners. “The
built or tested, and detailed time estimates based value of Scrum is not that it solves all problems, but
on inflexible steps. rather that it shines a light on what those impediments
Bowler aimed to provide his developers with really are.” (See “11 Benefits of Scrum” on page 4)
a framework they could use to make fast but in- Essentially, Scrum is a framework used to orga-
formed decisions. He sought a way to inject them nize teams and get work done more productively
with more flexibility, empowering them to self-or- with higher quality. It enables teams to choose the
ganize through close communication and mutual amount of work to be done and decide how best to
agreement about priorities, impediments and dead-
lines. And he knew that better customer feedback
yields better innovation.
He turned to OpenView Venture Partners for
do it, thereby providing a more enjoyable, productive “Companies that adopt Scrum quickly realize the im-
working environment. The framework helps teams portance of focusing on interactions—between the
prioritize work based on business value, improve the customer and the company, between developers and
usefulness of what is delivered, and increase revenue. management and between members of the self-or-
Scrum is designed to adapt to changing require- ganized team,” Sutherland says. “These interactions
ments during the development process at short, are mainly about one thing—delivering working soft-
regular intervals. This helps teams provide what ware to the client.”
the customer wants at the time of delivery, while
eliminating work that is not highly valued by the
customer. Scrum’s goal is to deliver as much quality
software as possible within a series (three to eight)
of short “time boxes” (fixed-time intervals) called
“sprints” that typically last a few weeks. (See “Scrum
in Action” on page 5)
OpenView’s Unique Resource
The portfolio companies of OpenView Venture Partners
have a unique resource when implementing Scrum—
the co-creator of the methodology, Jeff Sutherland,
Ph.D., is a Senior Advisor at the company, as well as
Chairman of the Scrum Training Institute. He works
closely with software and IT companies that aim to
become more responsive and valuable to their clients.
Scrum SucceSS at Four FirmS
1 Balihoo provides local marketing automation technology and services to
“Constraining rules work well for things that are known, like accounting, but
flexible nimbleness can be a competitive advantage for software com-
panies,” says Kevin Donaldson, Vice President of Product Management.
He sought a management framework that enabled his team to develop
frequently-changing software with minimal costs. “Many customers don’t
know what they want until they see it.”
“Scrum helps us create a short feedback loop with our users,” Donaldson
says. “We’ve definitely made important gains, including better project
velocity and more accurate estimating. We no longer spend a great deal
Kevin Donaldson, of time figure out how long entire projects will take. The most important
Vice President of Product benefits we’ve experienced are making the entire software development
Management. process more predictable, and modifying code with real feedback instead
of best guesses.”
AtTask provides web-based project management software for nearly
2 100,000 users.
“Our goal is to provide shippable code that solves our clients’ business
goals,” says Nate Bowler, Chief Technology Officer. “To do that, a team
needs to be able to agree on what those needs are, and how to give
clients usable software right out of the gate.”
“The shorter cycles of Scrum help us do that consistently,” Bowler says.
His company has three Scrum teams with different product backlogs—
one focuses on new product development, one focuses on new features
for existing products, and one focuses on usability issues. “Scrum just
helped us build an important new capability for financial management
Nate Bowler, Chief that breaks down project costs on a weekly and monthly basis, at the
Technology Officer. same time another team began the first phase of a redesign project
for an existing application. Both were completed extremely efficiently.”
Since implementing Scrum in 2007, AtTask has reduced its defect rate,
boosted its productivity and improved its customer satisfaction.
3 Wh O
Central Desktop provides a web-based collaboration platform that en-
ables business teams to communicate and collaborate more efficiently.
“We were always able to make adjustments quickly, getting features
out the door for our software, but there was no process we followed—
we were kind of going through the motions,” says Arnulf Hsu, Chief
Technology Officer and Co-Founder. “We needed a framework that let
everyone know what their roles were for a given period of time.”
“We found the setup of Scrum to be simpler than we thought— a prod-
uct owner who sets the vision, a Scrum Master who serves as a liaison
between the product owner and the team to remove impediments, and
the team members,” Hsu says. “We run 2-week sprints, and quickly find
Arnulf Hsu, Chief Technology
that value in our daily, 10-minute stand-up meeting. We quickly learn
Officer and Co-Founder.
what everyone is doing, and what we can do better. It’s fast-paced and
flexible, but we also learned that ‘self-organization’ doesn’t mean ‘no
planning.’ Scrum has kept us focused, and it puts our team on rails —
we don’t walk into work in the morning wondering if we’re doing the
right thing for the right reasons.”
4 Zmags delivers interactive collateral management to clients which allows
them digitize marketing content and publications with interactive features
and reader-tracking technology.
“Before Scrum, our developers were doing a lot of innovative work, but
some of it was the wrong work,” says Nicolai Bentsen, Product Manager.
“We weren’t specifying our ‘stories’ (system requirements, features, etc.)
“Our users are now getting the tools and features they really want,” Bentsen
says. “Meanwhile, we’ve improved our development speed and minimized
risk because we get more frequent feedback from users. Scrum has given
Nicolai Bentsen, us a combination of extreme speed and smart documentation. There’s
Product Manager. now a clear description of what developers are doing and where our business
is going. The two are in line with each other.”
11 BenefITS Of ScRUM Manifesto for Agile
1. Rollouts and schedules are faster and more predictable.
“Being Agile is like playing in a large symphony
2. Software development teams are more engaged. orchestra, playing a very complex music piece,” says
Igor Altman, Senior Associate at OpenView Venture
3. Customers get what they want and participate in a Partners. “Focusing on just one or two aspects of the
constant feedback loop. overall concept of Agile does not work.” Instead, he
says, companies should keep all four tenets in mind:
4. Processes are less ambiguous.
1. Individuals and interactions over processes and tools
5. Resources are more easily identified. 2. Working software over comprehensive documentation
3. Customer collaboration over contract negotiation
6. Team trust is developed, and teams are self-managed.
4. Responding to change over following a plan
7. Individual and corporate objectives are better aligned. To read the 12 principles of Agile, visit:
8. Culture is driven by performance.
9. Communication is stable and consistent.
10. Individual stress is reduced.
11. Low-value work to the client is eliminated.
Igor Altman, Senior Associate,
OpenView Venture Partners
Scrum in Action
The term Scrum comes from a Scrum’s goal is to deliver as much quality software as possible within a
1986 study published in the series (three to eight) of short “time boxes” (fixed-time intervals) called
Harvard Business Review. In that “sprints” that typically last one to four weeks.
study, authors Takeuchi and Nonaka
note that projects using small, cross-
functional teams historically produce The BASIc SeTUp
the best results. They wrote that
these high-performing teams were ROleS Product owner, ScrumMaster and team
like the scrum formation in rugby. ceReMOnIeS Sprint planning, sprint review and daily scrum meeting
When Jeff Sutherland, Ph.D., Senior
Advisor at OpenView Venture Partners ARTIfAcTS Product backlog, sprint backlog and burndown chart
and Chairman of the Scrum Training
Institute, developed the Scrum
process at Easel Corporation in 1993, The STepS
he used this study as the basis for
team formation and adopted their plAnnInG The company defines a new release based on its currently known
analogy as the name of the process “backlog,” along with an estimate of its schedule and cost. If a new system is
as a whole. Ken Schwaber formalized being developed, this phase consists of both conceptualization and analysis. If
the process for the worldwide soft- an existing system is being enhanced, this phase consists of limited analysis.
ware industry in the first published
paper on Scrum in 1995. ARchITecTURe The company designs how the backlog items will be imple-
mented. This phase includes system architecture modification and high-level
DeVelOpMenT SpRInTS The company develops new-release functionality,
with constant respect to the variables of time, requirements, quality, cost and
competition. Interaction with these variables defines the end of this phase. There
are multiple, iterative development sprints, or cycles, that are used to evolve the
system. Each sprint is followed by a review.
clOSURe The company preparation for release, including final documentation
and pre-release staged testing. When the management team feels that the vari-
ables of time, competition, requirements, cost, and quality concur for a new
release to occur, it declares the release “closed.”
Prepare your venture for its next leap in growth.
VersionOne, an OpenView portfolio company, is To learn more about how OpenView Venture
the leading project planning and management Partners can accelerate your success—contact
tool designed specifically for agile software de- OpenView directly at (617) 478-7500 or email
velopment. Enabling today's most popular agile email@example.com.
methodologies—Scrum, Extreme Programming,
DSDM, Agile UP, etc.—VersionOne has been
helping teams simplify the process of planning,
tracking, and scaling their agile development
efforts since 2002.
For more information, please email